THE RELATIONSHIP BETWEEN HR-MARKETING AND HR-BRANDING IN THE MANAGEMENT OF THE ORGANIZATION

Keywords: personnel management, HR-management; HR brand; HR Marketing; management processes, business processes, information processes, corporate brand, corporate strategy, HR-strategy.

Abstract

The article contains the results of an investigation of the understanding of the essence of HR-marketing and HR-branding in the management of the organization. The defined boundaries of the concept of "organization" suggest that the proposed approach to the interconnected construction of the HR-marketing and HR-branding complex can be used for a variety of organizations, among which may be state and commercial enterprises of various industry and interindustrial purposes, institutions, design, public, charitable organizations, etc. The close interweaving of the corporate, HR and personal brand will reduce existing contradictions, the staff turnover, and focus on those functional and managerial processes that have the greatest impact on the results of implementing the overall corporate strategy of the organization. The delineation of external and internal marketing allows you to determine the position of the organization in the labour market (or employment, the fields of civil society), as well as to create an impression of the organization as a whole and its individual specialists and impressions of workers and dismissed workers also form a rating of HR-brand.
The top-down approach - from mission, strategy, targeted general and HR-marketing-enable over time to form a general ranking and HR-brand. And, conversely (bottom to top), known as manufacturers popular products and services, companies are becoming better employers and grow their own personal talents with a high personal rating. The processes of HR-brand construction are strategic and are not only a strategic branch of HR management and marketing goals but are also present in each target strategy of the overall strategy. The reason for such an integrated approach is to increase the value of human capital in the development of organizations. The proposed approaches and recommendations for HR strategy, marketing and brand development will allow organizations of different forms and scales to position themselves as organization that promote their own development and increase the professional and personal qualities of its staff.

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Published
2020-12-30
How to Cite
Levytska, I., & Klymchuk , A. (2020). THE RELATIONSHIP BETWEEN HR-MARKETING AND HR-BRANDING IN THE MANAGEMENT OF THE ORGANIZATION. Bulletin of Zaporizhzhia National University. Economic Sciences, (4 (48), 114-120. Retrieved from http://journalsofznu.zp.ua/index.php/economics/article/view/1783
Section
Labour economics, personnel management and marketing